Recent figures show that Cape Town International Airport experienced a jaw-dropping 95% increase in international travelers, while OR Tambo has recovered 75% of its pre-Covid passenger numbers.

King Shaka also saw its overall passenger numbers rise to 71% of pre-Covid levels. As a result, the demand for advertising positions has skyrocketed, demonstrating the value that brands place on airport advertising.

There is power in airport advertising due to its high-value environment and captive audience, as well as the unique opportunity to engage with consumers in a strategic and tactical way.

Here are four recent examples installed by EPIC Outdoor that demonstrate the impact of targeted campaigns, each curated and executed after detailed briefs from clients and ensured their specific marketing outcomes were realised.

1. Sky-high 3D installation

Garmin's Fenix 7 watch campaign required a bold and disruptive approach to introduce its new product.

EPIC identified an "untraditional" space in OR Tambo's Domestic Departures where every passenger had to pass after clearing security. Using the full depth of the available space, the artwork was sectioned and cut into "layers" to create a 3D mountain effect, with bold replica 3D custom watches standing proud and demanding attention.

2. Captivating passengers where they wait

For Disney's 'Christmas Airport Campaign', EPIC created a 3D Disney+ interactive zone with TVs and activities in a central location between two banks of seats, where departing passengers have to dwell time, highlighting the platform's targeted content suite.

Branded rows of chairs were turned into a mini Disney+ cinema, and LED lights and extruding elements were used to increase brand awareness and enhance the interactivity of the campaign.

3. Massive presence, high impact

Heineken asked for dominance.

To this end, Heineken's campaign at OR Tambo utilised the entire front, west-facing façade of the terminal building as well as a large-format corner wall on the north side. The campaign was visible to all vehicles entering the airport, offering complete dominance of the airport precinct.

4. Targeting business class passengers

Audi's brief was to reach passengers utilising airport lounges at:
  • OR Tambo
  • Cape Town International, and
  • King Shaka airports.

EPIC Outdoor managed to secure positions directly leading into or adjacent to the business class lounges at each of the three specified airports, ensuring that all passengers making use of the lounges were exposed to their messaging.

To match the brand positioning, specific 3D and LED lighting elements were incorporated into the various facades ensuing elegance and sophistication from the campaign that complemented the brand and message.

The key to a successful airport campaign is a fully understood brief, allowing the team to tailor the strategy, budget and requirements accordingly.

For more information, visit www.epic-outdoor.co.za. You can also follow EPIC Outdoor on Facebook or on Instagram.